What’s The Role of the Metaverse in Event Tech?
In this webinar summary, Allseated’s Director of Marketing Growth, Nick Borelli, discusses
the role of metaverse in event tech with Eventcombo.
A little Internet history.
Web 1, the first iteration of the Internet, the information age, focused on walled gardens and content hosting. You hosted your website on AOL or on a GeoCities site. People consumed your content, they read things, and the main winner of the during Web 1 was Google. There was a glut of content, and Google made it digestible.
Web 2, the platform economy, allowed everyone to contribute content across multiple platforms and stay connected to the Internet full-time. With Web 2 came the widespread use of social media and the global adoption of the mobile phone. The Internet moved into your pocket. You could consume others’ content and add your own content from your phone without using a desktop or laptop computer. Now, we’re at the tail end of Web 2 and overlapping with the onset of Web 3.
Web 3 (the metaverse) is the ownership economy. Like never before, you’ll have ownership of:
- Your data
- Your financial resources
- How you gain attention
What is the metaverse?
- The next version of the Internet
- The next evolution in how we communicate digitally
- How we’re going to come together without having to physically be in person.
The metaverse is more than digital spaces that exist in parallel or separate from real life, the metaverse offers extended reality, which includes augmented reality – with objects placed within the real world to add flavor, information, and fun, whatever you want to do. The metaverse is reality+.
What can you do in the metaverse?
Move beyond passive content consumption. Create experiences for business, entertainment, media, group and interpersonal communication, and more. New use cases and opportunities are rapidly forming, and the possibilities are endless. The use cases are pretty much everything you can do in real life. You’re just coming together in an intentionally designed, immersive, 3D digital environment that mimics the physical world.
Where are we with the metaverse now?
Currently, there are two concepts of metaverse: Individual “metaverses” and the “Metaverse.”
Lowercase “m” metaverses (individual metaverses defined by the organizations that own them) exist today. Your profile and your experiences stay in that environment. Your information doesn’t transfer with you to other environments.
For many people, the hope is that the metaverse will evolve into one digital world. In the capital “M” Metaverse, you control your data. Your preferences, your information, and what you do stays with you as you move from one location to another in the Metaverse [e.g., think something like the book and movie, Ready Player One, (but less dystopian)].
Gartner defines the time we’re in now as the “emerging metaverse.” There are going to be lots of things at the beginning that serve as tests to see what works and what doesn’t, and the metaverse will evolve over time.
We’re not talking about something theoretical or coming in a few years. Along with Microsoft, Facebook, and Google, several companies are laying the groundwork for the metaverse now. In the C-Suite of every organization on the planet, they’re discussing the metaverse. The evolution toward a more experienced-based exchange, the metaverse is inevitable.
If you’re in an experience-based industry like events, you don’t spend much of your day thinking about spatial computing or what your Internet infrastructure is for global rollouts. What you care about is creating experiences. Web 2 focused on information aggregation (data) and publishing. Web 3 (the metaverse, which is experiential by nature) will need people with intentional experience design skills to create experiences for behavioral change.
For example, anything you do in events is about behavioral change. If no change comes out of your event, why bother? Your event didn’t need to take place. People should come in one way and come out another way. What you design in the middle activates change. From a corporate perspective, if you’re thinking about stakeholders, they should come out of the experience feeling more connected to your brand or they’re further along in the customer journey, closer to conversion because of the experience you provided.
That’s what the metaverse offers. You can look at every piece in the environment and ask does this aid in the change I’m after? Atmosphere matters. The space matters. In the metaverse, intentionally designed experiences translate from the real world into immersive 3D digital environments.
Why do we need a metaverse?
Inclusivity. it’s geared to be equitable. Everyone is a participant, and everyone has ownership of their identity in the metaverse. We’re moving toward a more participatory, more open experience online. The biggest drawback with Web 2 is a lot of inequity, noise, and rhetoric in conversations. Web 2 has stripped humanity from conversations. Put two different people together and they have very different views about things. If meeting in person, they will almost always find some common ground because they don’t want to be antagonistic. Over the last 10 or 15 years when they just see a name online, they default to rhetoric. The limitations of Web 2 have caused much of the problem. With its more natural, spontaneous elements, Web 3 will allow more human connectivity and better conversations.
Looking for more? Enjoy the full webinar.
Backed by more than a decade of innovation, Allseated sets the standard in 3D virtual reality solutions and digital experiences for the events industry. Allseated powers virtual and hybrid events for some of the world’s leading corporations. In 2022, the company launched Meetaverse, a platform that makes it easy to create a corporate metaverse that your entire organization will love. Allseated.com.